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Hi Mariann,
Sounds like no one answered your question so I’ll give it a go. My firm specializes in performance and leadership coaching. We also are part of the package that individuals receive when they retire. We see companies have an in-house coach but the general concern is that the coach will speak to the leadership team (even though they are not supposed to). But if they are employed the dynamic is different from an outside firm. They are not as trusted as the 3rd party coaching company.
Yes a lot of companies hire coaches - I would suggest seeing coaching as a perk for people who have been promoted. And it ensures they are a success in their new role.
If you want to speak more happy to disclose what I see in the market.